Amy Kates’ chapter in this new book on digital marketing helps leaders of established companies design their digital functions to build new capabilities, speed decision making, and compete against technology savvy competitors.

The introduction of digital products, services, channels, and interfaces over the past 15 years has posed a challenge for leaders of traditional companies considering how best to design their organizations.

Digital technology introduces a dimension of the organization that rarely stands on its own; it must be linked and integrated into the other parts of the company.